PENGARUH MEREK, PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN

Abstract

Nowdays, the use of outdoor product has been rapidly growth because there are many existed brand of outdoor products provide services for their customers. Therefore, tightly competition of outdoor product happens with a competitive price. This research analyzed the phenomena happened at Consina Surabaya with the tittle, effect of brand, product, price, and promotion on the purchasing decision of Consina Product in Surabaya. This research aimed to identify the effect of brand, product, price and promotion on the purchasing decision of Consina Product in Surabaya. The sample collection technique used incidental sampling with particular criteria for customers who have ever visited and purchased Consina product in Surabaya and who conditionally met with the researcher. Based on the criteria, there were 98 respondents. The data used primary data with questionnaire and the analysis technique used multiple liniear regressions analysis. The result of hypothesis test and discussion showed that the rand gave positive and significant effect on the purchasing decision; the product gave positive and significant effect on the purchasing decision; the price gave positive and significant effect on the purchasing decision; and the promotion gave positive and significant effect on the purchasing decision.
Keywords: brand, product, price, promotion, purchasing decision.